Gartner recently categorized the buzzword “360-Degree Customer View” on its Hype Cycle and determined that it was at the “peak of inflated expectations.” Marketers everywhere are touting a “360-Degree View” as the holy grail for customer experience. And yet the actual results are mixed.

I’ve heard reference to another Gartner study (but I haven’t found the original source) that claimed that fewer than 10% of companies have a 360-degree customer view, and only 5% use this view to systematically grow their business.

2 Comments

A “360 Degree view” is not as hard as it sounds. Basically it requires the collection of data from every customer touchpoint with the business… but from your figures it would appear that it falls into the “all too hard” basket!